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Back to School Emails that Struck the Right Tone

Back to School Emails that Struck the Right Tone

Back to school in 2020 looks more than a little different. At least for now, the COVID-19 pandemic has changed how we live: Many children are attending school in masks and doing online classes at home, and many parents are doing double duty as homeschool teachers and administrators just at a time when their work lives have gotten more complex than ever. Families everywhere are making difficult decisions this fall, but one thing hasn’t changed: Parents still want the best for their kids. Today we’re looking at some back to school emails that struck the right tone, empathizing with parents and selling products that offer true value during this time.

Many parents are making difficult decisions for their families this fall. These back to school emails struck the right tone for these tense times. Click To Tweet


KiwiCo realized its audience of parents might be getting a little stir-crazy. So the subscription box company delivered an email full of ideas and content to help. This colorful message is the perfect resource for parents who are trying to entertain little ones and give them some time away from screens.

Subject line: Looking for a screen time break? Kid-friendly podcasts and audiobooks

back to school emails

Tattly Temporary Tattoos

Right from the subject line, Tattly addresses the fact that school looks different this year. Similarly to KiwiCo’s message, this back to school email provides fun and educational ideas for families to enjoy. And at the end of the email, Tattly uses a creative CTA to remind readers that this is only temporary. The CTA link opens up a video that shows how to remove a Tattly temporary tattoo.

Subject line: Your back to (remote) school activity kit

back to school email campaign


We’re huge fans of this back to school email marketing campaign from children’s apparel company Carter’s. The email has two diagrams showcasing Carter’s products. The first reminds readers to purchase a mask and hand sanitizer. The second promotes cozy leggings and slippers that are great for at-home video calls. By providing two separate product graphics, this email effectively markets to every family, no matter what choice they made for school this fall.

Subject line: School house to your house!

back to school email

Adagio Teas

This back to school sale from Adagio Teas provides some much-needed zen for stressed-out families. Adagio sent out an offer inviting customers to create a custom bundle of its products, helping parents maintain their sanity during a time of year that tends to be stressful even when there isn’t a global pandemic.

Subject line: back-to-school survival kit 

back to school email example

Joe’s Jeans

Your back to school email campaigns in 2020 don’t have to be that different from your normal messages. This email from Joe’s Jeans is essentially a normal sales email, but the company added a few simple yet effective lines of copy as a nod toward 2020 conditions.

Subject line: Back to school looks for the kiddies

welcome back to school email


This year, masks and hand sanitizer top the school supply list for many students. Instacart recognized that and encouraged parents to keep their kids safe this season.

Subject line: Get back-to-school supplies from Staples + $10 off

back to school email


This welcome back to school email from Oshkosh is the perfect way to cement customer loyalty, communicating that Oshkosh has had your back for 125 years, no matter how you go back to school. The company used this email to promote “the new virtual learning dress code.”

Subject line: Off to 50% off back-to-school styles (however they go back!)

welcome back to school email

We love this second Oshkosh back to school email, too. Like Carter’s, Oshkosh created a handy infographic and acknowledged that virtual learning is the new norm for many students. Oshkosh also advertised its matching masks. And in its back to school email subject line, this company acknowledged how school in 2020 may have changed.

Subject line: Off to school? Learning from home? We’ve got you!

back to school email example

Wrap-up: Create a back to school email campaign

Take your cue from these empathetic brands and create your own back to school emails that strike the right tone. You can get started with our template catalog, where over 400 HTML email templates are waiting for you. We even have templates specifically made for back-to-school, like this colorful email designed by Yuliana Pandelieva.

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Back to School Emails

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